The Tribune

By Deidre Bastian

So. you’re designing a business logo. Sounds like an easy enough task, right? Yes, draw a circle, type in the company’s name and you’re done (I’ve literally heard a designer suggest that same process). But logos are not that simple. They require thought, creativity and many different elements to portray an effective meaning.

Nonetheless, how does a professional graphic designer stand out from the crowd and produce quality logos? Let’s take a look at some considerations when designing one.

Be Meaningful: Ideally, every logo has two stories to tell: One the obvious, and two the hidden. If you view a logo as mere artwork or a pattern of lines and/or text, you will not be able to unravel the deeper meaning behind it.

Clients will generally ask for a mind-blowing logo. This does not mean Superman or Incredible Hulk abilities, but if you can demonstrate that their logo consists of deep thinking and meticulous ideology, they’ll love it even if it is simple.

Be Dynamic: Be it design, art or even writing, flexibility and adaptability go a long way in succeeding. When innovation dies, the design dies also.

Underestimating Colours: Colours form the essence of any visual representation, with the power to affect feelings and emotions. The choice of colour should be made on the basis of the target customer demographic.

Consider the age, gender and cultural orientations of the target audience. Couple this with artistic creativity and you have got a killer coloured logo. Furthermore, logo designs should work in black and white, and still reflect the meaning when colour is removed.

Also ensure it works on dark backgrounds, as the client may be happy seeing his logo against a white background, but might return a year later requesting a dark one. Sorting that out in advance is wise.

Try not to use more than two fonts: Obviously, there are always exceptions to this rule, but as a general principle, restrict your logo to just one or two typefaces if you want it to be clear and uncluttered.

If in doubt, leave it out: There are a million ways I can tell you this, but “keep it simple”. A logo is not exactly a testing ground for illustration or typography skills; it is more a test of design, insight and presentation sense. Remember, a logo is an emblem, not a manifesto, so keep it simple.

Do not try to make the design do too much, as it does not have to reflect every aspect of the company’s history or demonstrate its product or service. A computer company’s logo design does not have to show a computer, nor does a restaurant logo have to show food.

If you cannot rationalise an element, perhaps it should be left out, as sometimes when your logo is at its simplest, it is probably at its strongest.

Specific questions: When the logo is completed, try not to ask your client vague questions such as: “Do you like it?” or “What do you think?” Instead, ask: “Does this represent your core brand values?” If the reply is no, then ask for specifics.

Be Versatile: Being flexible goes a long way for a popular design. If your logo only looks great on posters, but horrible on coffee mugs, or is a slave to a colour scheme, it may not achieve popularity.

Be Unique: When it comes to logo design, your typeface should be uniquely identifiable.

Do not over-innovate: This point works in conjunction with the ‘Be Simple’ rule. Innovation is wonderful, but everything has its limits. Excessive experimentation can result in a gorgeous logo, but not be identifiable with the company itself. Be careful.

Do not be predictable: Your logo should convey the brand’s identity. Nothing too loud, such that if your logo is about making an umbrella, it shouldn’t shout out ‘RAIN’. On a deeper note, it should be suggestive of weather, but refrain from mentioning rain or sunlight.

Identity: Remember that a logo is not an art masterpiece. Instead, it should be both identifiable and easily associated with the brand. Your design should be something the customers can identify and the company can ‘own’. If you can accomplish this concept, your logo design is a success.

What makes a good logo? A good logo is distinctive, appropriate, practical, graphic and simple in form, and conveys the owner’s intended message. It should be printable at any size, with great concept and great execution. So, until we meet again, fill your life with good memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.